Starz has promoted Alison Hoffman to president of domestic networks, the premium cable network announced on Wednesday.

Hoffman, who previously served as the network’s CMO, will now oversee operations including marketing, promotion, product development, distribution, analytics and program operations.

“Alison is a proven and strategic leader in our organization whose talents lie in both the creative and analytical sides of the business,” Jeffrey Hirsch, Starz’ president and CEO, said in a statement. “This new role will bring all of the domestic-focused functions under one leader and allow her to exercise all of her strengths. She is a valued partner who has done a masterful job of building a multi-functional team that continues to drive the business forward, and I look forward to her continued leadership.”

As CMO, Hoffman is credited with launching the Starz’ app, managing the networks direct-to-consumer business, and positioning Starz as a home for diverse original programming. Hoffman also led the campaign for the entire Starz originals slate, including Power, Outlander, Vida and American Gods.

She has spent the past year growing Starz’s streaming business, which has grown 70% in the U.S. from the prior year, according to the company. She also assumed oversight of program operations and created two new departments for the cable network: acquisition marketing and insights and analytics.

Prior to joining Starz in 2012, Hoffman served as VP of creative and brand strategy at AMC Networks where she worked on marketing campaigns for Mad Men, Breaking Bad and The Walking Dead.

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